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This paper proposes that the different border shapes of brand logos (rectangle and rounded rectangle) cause the differences in the evaluation of brand personality by consumers, which further affects the evaluation of brand by consumers. At the same time, this process is regulated by product category. If product category and brand personality are in the same direction, the border shape of brand logo will generate positive brand evaluation. In this paper, two experiments were designed to verify the hypothesis respectively and to guess the results of data analysis. However, due to the time problem, complete data has not been collected for analysis. This paper provides marketing inspiration for brand identification and deepens the related research on brand identification and brand evaluation.

The Influence of Brand Logo Frame on Brand Character and Consumer’s Brand Evaluation